Access the full text.
Sign up today, get DeepDyve free for 14 days.
This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety.Design/methodology/approachA sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus.FindingsWhile brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and the authors observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant.Research limitations/implicationsThe main limitation of this study was its single-country cross-sectional convenience sample.Practical implicationsWhile brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety.Originality/valueTo the best of the authors’ knowledge, this is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction.
European Journal of Marketing – Emerald Publishing
Published: Nov 30, 2022
Keywords: Brand love; Brand addiction; Consumer anxiety; Excessive spending; Trash-talking; Anxiety
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Reference ManagersExport to EndNote
To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.